> Agency Hakuhodo and the award-winning directing duo
> Ne-o help Toyota demonstrate its human touch
> with this thoroughly entertaining sixty-second ad aimed at their Japanese market.
> We open on a normal urban scene with a man wandering down
> the street towards his Toyota. Strangely, he approaches a car
> that is already choc-full of people, but it doesn’t seem
> to bother him as he reaches in
> and wrenches up the head of the chap on the driver’s side.
> It turns out the impassive man’s head
> will act as his headrest and his body the seat.
> The car owner sits on his knee and reaches round for his ‘seatbelt’,
> which is simply the man’s arms locked together at the front by his fingers.
> The viewer is in for an enjoyable ride.
> The commercial continues with some gorgeously
> witty moments interspersed with fabulous cityscapes.
> The airbags are two men crouching in the foot wells
> with balloons and there are more in the headlamps,
> painstakingly pointing the beams in the right direction.
> When it begins to rain a man in goggles materialises
> on the bonnet and hand operates the windscreen wipers.
> The coffee cup holder is a ‘Thing’ style hand sticking out from the dashboard,
> the speakers are two faces poking out of the back shelf providing the music
> and as the boot is opened a kind little chap flicks on a torch.
> Duncan Malcolm and the rest of the Flame team at Glassworks
> had some serious work to do. Most of the ‘human touches’
> the car had to offer were carefully composited into each relevant shot,
> including the ‘airbags’, ‘headlamps’ and ‘windscreen wipers’.
TOYOTA humanity [Link]
トヨタ自動車株式会社 グローバルサイト [Link]
Glassworks Archive: – Toyota ‘Humanity’ [Link]